But going that blond isn’t exactly an easy process, nor is it gentle on your
hair in the least bit. “Going platinum requires hair to be exposed to bleach
for long periods of time, which is very damaging. Damage from bleach causes
dry, brittle, inelastic hair that is prone to breakage and split ends,” says
Kuen Rameson of GLOSS Moderne, a luxury hair care line.

To keep your
color looking fresh, Friedman says to try and have your color touched up every
four to six weeks. You can also try and leave a little bit of your natural root color, which is very in right now, to skirt any breakage at the root.